Blog Excerpts Part IV- Display Fixtures & Graphics

December 11, 2014 By Origin Display Group

Here at Origin we focus a lot of our time and energy on our big 3, menu boards, digital signage and drive-thru menu boards. Make no mistake about it, we hang our hat on those items but when you take a look at any “big guy” in the quick-service world the majority of signage on-site belongs to display fixtures and graphics. There is a reason for this, they can have an impact all over your location. How you go about deploying them is not something that should be done haphazardly. In part four of five we’ll share some notes that should help you out.

As a restaurant owner you should have two objectives: 1- Getting people to your restaurant and, 2- once they are there, influencing their purchasing decisions to increase ticket averages by selling high profit items and more of what you have. Despite this, it puzzles me how many folks stick to just the menu boards when they do business with us, rather than also adding various POP signs. As for the reasons as to why restaurants only purchase menu boards, there are a few – budget, trying to maintain a certain look, “we will do fine without them,” etc. I get all of that, but when there is a true opportunity to net more sales, you should seriously reconsider.

Stand-offs- These are accessory pieces to wall mounted pictures, frames, graphics, etc. The two most common reasons for the use of stand-offs are (1) when you want to add some depth to your picture; or (2) when your wall isn’t entirely flush and you want your graphic to straddle a molding (for instance).

Dimensional Signs- Signs that can have multiple layers and colors depending on your needs. They are ideal for more contemporary fast casual locations and look great over the counter (logo), as way finders (bathrooms) and on walls (decorative food images).

It is the nature of the SEO beast that companies like ourselves are quite often found online for menu boards, drive-thrus, and digital signage. As a result, the conversations and the emails that are sent back and forth are often centered around one of those items. Make no mistake about it, when it comes to quick-service-restaurant signage these are of the greatest importance. They are the hub from which you can directly affect purchasing decisions in a way that meets your preference. What is unfortunate is that because both parties are so caught up in the menu board chatter, they lose sight of other areas where signage could be used to subtlety or directly send messages to the brains of the consumers.

Delis have a lot going on; cold cuts, sandwiches, soups, hot dishes, breakfast items, paninis, wraps, salads, and on and on. As a result it could be somewhat overwhelming to figure out how to go about ordering what you want or even where to go and how to pay. With the use of some ancillary signage this becomes less of a burden. In most cases, dimensional signage/letters could be placed on the soffit above its corresponding area. For example, above the deli counter, have letters that read “Deli.” Above the panini and sandwich making area, “Sandwiches,” etc, etc, etc. In addition, there should be noticeable signs that state where to order and pay.

When there is less room in front of the counter, using stanchions can be very helpful. In doing so you are able to “herd” people up to the counter, which limits the chaos and potential confusion of “who is next.” It provides ample time for people to choose what they want, and all but eliminates the opportunity for anxiety that could arise if they didn’t know how or what to order. Additionally, directing customers in this fashion opens up other advertising zones. With every turn, a banner, floor stand or other signage should be pointing in their face, promoting limited time offers and specials.

When to use this method: High volume, narrow ordering area, shallow customer queuing depth

As you can see, getting fixated on the big stuff can easily divert your attention from some cost-effective solutions that are proven to help sales. Wondering how to integrate these items? Feel free to reach out. www.originmenuboards.com | 888-235-2579